Best Manufacturing Integrated Ad Campaign

The Armstrong team created an integrated, on-line marketing campaign to the consumer with all paths from the website, email, online advertising and social media pointing to a landing page to view a new American Scrape hardwood collection. The goal was to drive a 10% conversion of landing page visitors to click through to product pages to learn more about the product and find a retailer.

The landing page features a video and uses a tab structure that highlights all of the products, features & benefits, and information about Homes for Our Troops, an organization that builds homes, free of charge, for severely wounded veterans and to which Armstrong donates a portion of the sales of American Scrape. On every tab the call to action is to click through to a product detail page. Since Armstrong does not sell direct to the consumer, this is a success event that is considered to be on the path-to-purchase. From the product page the visitor can find their retailer and download a coupon, when available in their region of the country.

As of December 31, 2013, product view conversion to the landing page from the website promotional badges was 36%. Product view conversion to the page from email was 17% while the open and click-through rates were 23% and 7%, respectively. Industry benchmarks are 16% and 4.9%. Store locator conversion from the landing page was 9.5%. The video on the page has a completion rate of 69%, with the industry benchmark at 48%.

Contributors:

Armstrong eMarketing Team:
Armstrong eBusiness Team:
Residential Flooring Marketing Team:

ARMSTRONG WORLD INDUSTRIES

Location: USA